GOYOGI

What GOYOGI does

GOYOGI ApS is a privately held Danish e-commerce company (CVR 38584340) founded in 2014 and headquartered in Gilleleje, Denmark, operating the goyogi.dk, goyogi.se, and goyogi.go storefronts across the Nordic region. The company sells yoga mats (natural rubber, wool, PVC, organic cotton, and cork), meditation cushions and bolsters, yoga props (blocks, straps, blankets, eye pillows, therapy pillows), the Yogamii OEKO-TEX and GOTS-certified organic cotton apparel sub-brand, the MANTRA jewelry line (mala necklaces and ENERGY bracelets), and complementary wellness items such as incense, singing bowls, and yoga books, positioning itself as Denmark's leading brand in this category.

The underlying technology is a Shopify-based e-commerce platform with MobilePay, Visa, Mastercard, ApplePay, and 3D Secure payment processing; the company has no proprietary software, AI features, APIs, or disclosed integrations. GOYOGI runs three revenue streams: D2C online product sales, B2B/wholesale to yoga studios, teachers, and corporate buyers (with EAN public-sector purchasing), and a physical showroom in Gilleleje for B2B customers. Pricing is unit-based in Danish Kroner (inclusive of VAT), ranging from 99 DKK accessories to 1,599 DKK premium wool mats, with free shipping over 799 DKK domestically and a digital gift card stream valid for three years.

The business serves three primary customer segments — individual practitioners, yoga studios, and corporate wellness buyers — and is funded through product sales rather than external investment. The company maintains the Yoga for Youth Foundation, a charitable initiative distributing school yoga kits to Danish elementary schools, and has an active content marketing presence across Instagram, Facebook, Pinterest, YouTube, LinkedIn, and Trustpilot alongside an editorial blog.

Name

GOYOGI

Legal name

GOYOGI ApS

Website

https://goyogi.dk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

GOYOGI is a privately held Danish e-commerce retailer selling yoga mats, meditation equipment, yoga apparel (Yogamii), and spiritual jewelry (MANTRA) across Denmark, Sweden, and Norway via Shopify storefronts, B2B wholesale, and a Gilleleje showroom.

Ownership category

akta.pro rank

Product category

Yoga and Meditation Equipment

NAICS

Jewelry, Luggage, and Leather Goods Retailers (4583), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE)

akta.pro secondary industries

Yoga, Pilates & Studio Wear Retail (CRAMACAE), Yoga, Pilates & Studio Wear (CRAAAEAC)

Keywords

• Yoga equipment retail
• Meditation accessories
• Yoga apparel
• Spiritual jewelry
• Pilates equipment

Headquarters

HQ city

Gilleleje

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. E-commerce Product Sales: Direct-to-consumer online sales of yoga equipment, meditation equipment, yoga apparel, and spiritual accessories through goyogi.dk. One-time product purchases with free shipping threshold over 799 DKK.
2. B2B/Wholesale: Wholesale sales to yoga studios, teachers, and businesses through dedicated B2B shop with EAN purchasing capability for public sector.
3. Gift Cards: Digital gift cards valid for 3 years, providing upfront cash flow from gift card redemptions.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

GOYOGI is a Nordic e-commerce retailer that designs and sells proprietary yoga and meditation equipment, including yoga mats in natural rubber, wool, organic cotton, cork, and PVC, alongside bolsters, blocks, straps, blankets, meditation cushions, eye pillows, therapy pillows, and Pilates equipment. The assortment also covers the Yogamii sub-brand of OEKO-TEX and GOTS certified organic cotton yoga apparel, the MANTRA line of mala necklaces and ENERGY bracelets in natural stones, plus complementary wellness items such as incense, singing bowls, and yoga books. Products are sold direct-to-consumer across goyogi.dk, goyogi.se, and goyogi.no, complemented by a B2B wholesale program for studios, teachers, and corporate buyers and a physical showroom in Gilleleje.

Product overview

GOYOGI is Denmark's leading brand for yoga and meditation equipment, offering a comprehensive portfolio of products centered around yoga mats (in natural rubber, wool, PVC, organic cotton, and cork materials), meditation cushions and bolsters, yoga props (blocks, straps, blankets), eye pillows, therapy pillows, yoga mat storage racks, and Pilates equipment. The company also features the Yogamii sub-brand for OEKO-TEX certified organic cotton yoga clothing, the MANTRA collection including mala necklaces and ENERGY bracelets in natural stones, and complementary wellness items such as incense, singing bowls, and yoga instruction books. Products are distributed through their Danish e-commerce platform with B2B wholesale options for studios and businesses.

Differentiator

Problem solved

Functional benefit

Brands

• Yogamii: Danish brand offering OEKO-TEX certified organic cotton yoga clothing with minimalist design and natural colors.
• GOYOGI Premium Signature
• GOYOGI Pure Balance
• Release Wool
• Calm Organic Cotton
• Sustain Cork
• Infinity
• Peaceful Eyepillow
• Mindful Deluxe
• MANTRA
• Yogamii NOOS
• Yoga for Youth Foundation

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• YogamiicoreChannel Partner/ Reseller/ DistributorYogamii is a Danish brand offering OEKO-TEX certified yoga apparel in organic cotton. GOYOGI serves as the primary retailer for Yogamii products, offering their full collection including tops, pants, leggings, and sweatshirts on goyogi.dk. The partnership includes NOOS (Never Out of Stock) styles that are always available.
• Pure Nordic Yoga (Hanne Mouritsen)coreStrategic or Co-development PartnerCollaboration with Hanne Mouritsen from Pure Nordic Yoga for developing yoga and mindfulness educational materials for children and youth. Hanne has created yoga cards and descriptions for the Yoga for Youth Foundation school yoga kits, including materials for teachers and instructors to use across grade levels.
• Yoga for Youth FoundationcoreOthersGOYOGI has established a foundation to strengthen children's and youth's awareness of yoga and mindfulness. The foundation creates and distributes school yoga kits (yoga mats + educational cards) to elementary schools across Denmark. GOYOGI funds the foundation through product sales, with customers directly supporting the foundation's work.

Scale indicators2 records

Expansion highlights6 records

Direct peers

• Gaiam: Gaiam is a long-standing yoga and wellness retailer/e-tailer selling mats, blocks, straps, meditation cushions and apparel; comparable catalog breadth and D2C positioning.
• Manduka: Manduka is a global leader in premium yoga mats (e.g., PRO, eKO series) and props; the closest direct competitor to GOYOGI in natural-rubber, premium yoga equipment sold through D2C e-commerce worldwide.
• Liforme: Liforme sells premium alignment-marked yoga mats and accessories (blocks, bolsters, straps) via D2C e-commerce; directly comparable to GOYOGI's Premium Signature and natural-material collection strategy.
• Hugger Mugger: Hugger Mugger is a yoga prop specialist offering bolsters, blocks, straps and mats; directly comparable props-and-equipment range sold to studios and individuals.
• Alo Yoga: Alo Yoga combines premium yoga apparel and yoga mat/accessory lines sold through D2C e-commerce; comparable to GOYOGI's combined Yogamii apparel + GOYOGI equipment strategy.
• Jade Yoga: Jade Yoga focuses on natural rubber yoga mats and meditation accessories, directly overlapping with GOYOGI's natural-material mat and prop range and target practitioner customer.
• Yogamatters: Yogamatters is a UK-based yoga and meditation equipment e-tailer with similar breadth (mats, props, bolsters, cushions) and a strong content-led approach, comparable to GOYOGI's editorial blog strategy.
• Yoloha: Yoloha is a sustainable cork- and natural-material yoga mat brand sold D2C online; overlapping sustainable-material positioning with GOYOGI's Sustain Cork and Calm Organic Cotton lines.

Broad incumbents

• Lululemon: Lululemon is the dominant yoga and athleisure apparel incumbent and also sells yoga mats and accessories; comparable to GOYOGI/Yogamii apparel offering but at vastly larger scale and brand reach.

Regional players

• Bodywise Yoga: Bodywise Yoga is a UK-focused yoga equipment retailer serving a similar B2C-and-B2B practitioner base; a regional analogue to GOYOGI's Nordic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@goyogiworld
• Facebookfacebook.com/goyogiworld
• LinkedInlinkedin.com/company/goyogi-dk
• Instagraminstagram.com/goyogi_world
• Pinterestdk.pinterest.com/goyogidk

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GOYOGI